I'm going to pull back the curtain here and come level with you. This year I've received a surprising amount of requests from developers and PR teams that have made me turn into everyone's favorite commander-in-chief. Shout out to Drew Scanlon.
These requests included senior figures or account managers at PR firms asking me to edit published articles and cut out comments made by them or their clients during interviews. Some of these chats took place via email. Others were held in person at large industry events. However, in each case these were conversations that both I and my interlocutors agreed would be recorded.
What exactly does this phrase mean? According to Writing and Reporting for the Media (via Oxford University Press): “On-the-record attribution means that whatever the source says can be published and quoted directly, and the source can be fully identified by name and title.”
It sounds simple enough, but the even shorter version is this: if you agree to speak to a journalist on the record, every word you say may be published.
I'm increasingly convinced that many developers and PR teams don't truly value this, perhaps because hardcore video game journalists are a dying breed. I'm not criticizing content creators or influencers here, but our circles don't overlap.
I'm not going to criticize anyone for reaching out, because I believe the majority of requests I've received have been submitted in good faith, but it's important that developers and PR reps understand the nature of on-the-record interviews and, more broadly, the role of journalists in the video game industry.
Journalists may be friendly, but they are not your friends
The first difficult truth to face on our collective journey may ruffle feathers, but I firmly believe that this is where the problems begin.
Developers: Journalists are not your friends.
They are not even your age. Journalists are hired to study and report on the video game industry. In my role as a trade reporter, this means trying to disseminate information that is relevant to our audience at Game Developer. Sometimes this means publishing investigations or reports of layoffs to hold corporations accountable. Other times it might be a deep dive into a certain game mechanic or an interview with a founder about the direction of his next big business venture.
I have no doubt that in the process of communicating with journalists you can develop a friendly understanding. I've had many pleasant conversations with people whose work I've enjoyed, but there is a fundamental disconnect that should always be acknowledged. I'm here to talk about the video game industry. You work inside it.
No matter how cordial our correspondence has been, there may come a time when I have to communicate about you, your product or your company in a way that you no longer find useful or flattering. This is work. Reporters are not an extension of your marketing department. We are not here to promote you, your product, or tailor headlines to suit your specific needs.
Acknowledge this before agreeing to an interview. Let the truth wash over you like a salve. It will make you feel better.
If you haven't had any media training, take it. Prepare thoroughly for interviews. Understand who you are going to talk to. Are they consumer journalists whose audience is likely to be the people playing your games? Are they industry journalists who are more interested in the business and craft of making video games? Once you have this information, consider how you might discuss a range of topics given the context of your conversation.
Are you communicating soon after your video game was released and received millions in sales and critical acclaim? Perhaps it sank like a lead balloon and the future of your studio is now unclear? Or maybe your parent company just signed a deal with one of those controversial conglomerates that seem to be everywhere lately? Take the above into account and make sure you are fully prepared to answer all questions, including those that may be more important.
If you need support, ask your PR representative to help with the interview. They should be able to inform you in advance, provide additional information and context where needed, and even intervene when an issue is deemed off-limits.although this in itself may be surprising.
If you can't or don't want to discuss certain topics, a simple “I can't comment on that at this time” can save you a lot of hassle down the road. If you want to provide context off the record or in the background, indicate this during the interview or in advance. It's up to the reporter to decide whether to agree to this request, but you should at least ask the question. If you make a mistake, please clarify the situation immediately or contact us as soon as possible. Preferably before publication.
However, if you are oblivious to the world and simply move forward during a recorded conversation, know that whatever you say may soon come to light.
Preparation is the key to avoiding missteps
I can't speak for other media outlets, but once we publish an article containing official statements, we will not retract them unless they are factually inaccurate or grossly misleading. When we resolve clarifications, these new statements will be posted as an “update” at the top of the relevant story. Your original comments will remain on the page for posterity.
In short, you can't get the cat back in the bag.
Such actions put journalists in an awkward position and (in this reporter's opinion) are overkill. I am not indifferent to the requests received. I don't enjoy the idea of publishing stories that leave people open to criticism or confuse them. Still, my job is to ask (sometimes difficult) questions and report what I hear. Reporters are under no obligation to retroactively soften or adjust the words of developers and PR teams to suit their needs, no matter how serious those requests may be.
A clear separation between journalist and subject is vital to maintaining a healthy and functioning press. Our readers should be able to trust that we will not provide favors or distort the truth to appease the very people we report on. Asking us to do this—even in good faith—risks undermining the foundation of our industry.
Honestly, I'm embarrassed to even publish an article like this, but I sincerely hope that this will help those developers who court the press understand how to navigate difficult slalom. Protect yourself from yourself by being prepared, and understand that once a journalist breaks the record, you will not only be talking to them, but to the world.
